Functions of a music video

There are many reasons why music videos are constantly growing in popularity. One reason is because we are now watching music channels much more. Now a days we tend to watch music videos, as if it were our favourite television program. Something that perhaps wasn't so popular say, 10 years ago. There also tends to be some sort of pleasure to watching them, to maybe imagine yourself in that role or scenario. For example a summer song, on a beach location with a party theme. That would instantly get you thinking about what the video would look like, after hearing the song on the radio.